We have evolved into a nation of spenders, far beyond the basic essentials of food, clothing and shelter. Advertising is huge business which taunts us with a desire to acquire stuff, and lots of it. Unfortunately, a subculture of compulsive shoppers has arisen. The shelf life of enjoyment obtained from excessive shopping is short-lived and falls in the category of addiction. The best bang for our buck seems to be in spending our hard-earned cash on enjoyable activities with others that provide lasting memories.
A significant component of conspicuous sonsumption is the "Look at Me" factor. This can be applied to super-expensive cars, boats, clothes, diamonds and just about any worldly goods that will gain the attention and perhaps the admiration of others. For those who are into super-showy, the 88th edition of the Neiman Marcus features outrageously expensive and fantastic items. For sale is an ATV vehicle which operates on land and sea; price tag. $50,000. How about a made-to-order slot car racetrack for $300,000. Watches are a hot item with the Piaget Catalog, featuring the Limelight Gala watch for $32,000. As far as the purchase of super-expensive watches, move over ladies. A lot of men are into this status symbol.
A wonderful lazy, rainy or snowy evening's activity is the perusal of expensive catalogs. This vicarious entertainment can be enjoyed online, but the best way is to have the paper variety. One of my favorite is the Hammacher Schlemmer Catalog which proudly promotes itself as "America's Longest Running Catalog - Offering the Best, the Only and the Unexpected for 167 Years." One can purchase an eight-foot-tall bright yellow inflatable duckie. The description is "bouncing buoyancy that compels wanton water play. The duckie accepts all playmates with (its) voluminous pupiled eyes." It's yours for only $229.95 plus a hefty shipping fee. Move on and you will see a photo of the longest backyard water slide, designed to bring aquatic joy to children and adults alike. The price is $2,800. One of my favorite items is the transparent canoe, with transparent paddles, which has comfortable seating for two. The photo depicts two beautiful people invisibly skimming along blue waters. Hard to resist at $2,500 plus $350 shipping.
Take note while reviewing this catalog of all the positive power words that are used and frequently repeated. Almost on every page, "The Best" will be attached to a product. Other power words used are: the Only, the Perfect, the Superior, the Genuine, the Award Winning, the Authentic and more. It's important to be aware how words, positive and negative, both written and spoken, can significantly impact and influence our emotions and beliefs.
There are less expensive items for the less affluent, items like the Fish Catching RC Boat which is a remote-controlled 17½-inch boat, with pre-rigged tackle. This is for the more relaxed fisherman who wishes to sit leisurely on the shore while the RC vessel trolls for the fish. The ad states that the boat can catch up to a five-pound fish. It doesn't mention what happens if a larger fish is caught. Not bad for $69.98.
For those fans of "Star Wars," there is the Darth Vader toaster. This appliance is made in the scary likeness of the head of that villain, complete with flashing red eyes. Innocent pieces of toast are transformed into "sinister tokens of evil" with "Star Wars" imprinted on each slice. Begin the day with a Galactic Empire breakfast! The price tag is a mere $49.95. I must admit, in a moment of weakness, I did buy one for my son's birthday. He loved it!
(Dr. Donna Pinter is the founder and director of Psychological Services, of Bloomsburg, Danville and Sunbury. "Slice of Life" appears on this page the first Sunday of every month.)